CSS, HTTP, URL, and HTML are all acronyms for “Cascading Style Sheets.
The military may be the only profession that employs more acronyms and initializations than web marketing.
They are used by the military to save time.
Our industry sometimes appears to utilize them solely to perplex newcomers.
It’s very uncommon for even the most seasoned professionals to get them mixed up.
When it comes to the linked but distinct concepts of search engine optimization (SEO) and search engine marketing, some of the most typical errors occur (SEM).
SEO used to refer to a subset of SEM back in the idyllic days of the early internet (around 2001).
Search engine marketing, however, came to refer to a certain sort of digital marketing as the terminology and complexity of web marketing altered. So, what’s the difference between the two?
Both organic (SEO) and inorganic (SEM) search are concerned with driving traffic to a certain website using Google (and to a lesser degree, other search engines).
From a high level (don’t worry, we’ll get into the details later), SEO is the process of enhancing your website to produce traffic, whereas SEM is the process of employing paid ways to appear in searches.
Please don’t feel guilty if you’ve misunderstood these terms. It happens regularly.
Let’s add one more initialization to the mix as we get started, just to make things even more confusing: PPC, or pay-per-click.
Okay, that one isn’t entirely accurate because PPC is simply another name for search engine marketing – or at least a subset of it.
PPC is most likely a term that evolved during the early days of search engine marketing when people used multiple terms to refer to the same thing.
Pay-per-click and search engine marketing eventually became interchangeable terms for paid digital marketing advertisements on search platforms.
PPC, CPC (cost-per-click), paid search, or search ads are all terms that refer to paid search marketing, which is often done through search engines like Google and Bing.
However, some phrases and methods employed in digital marketing endeavors, particularly those related to search marketing tactics (both paid and organic), may not be as straightforward.
We all know what SEO stands for: search engine optimization.
However, marketers aren’t optimizing search engines. We optimize information and websites for search engines (as well as humans) so that they may better comprehend, access, and direct searchers to our site.
Initialize, once again, does not always make sense. As a result, this is a little irrational.
Some acronyms will never make sense, much like other things in life that don’t always add up.
Humvee, for example, does not stand for any nouns that begin with the letters U or E. (HMMWV stands for High Mobility Multipurpose Wheeled Vehicle; it was derived from the original acronym.)
We’ve also discovered that PPC marketing is (at least for the time being) the same as or a significant portion of SEM. This is where they cross paths:
Both are for-profit endeavors.
Both require a financial plan.
Both produce a lot of money for search engines like Google and other advertising platforms.
However, while Wikipedia describes SEM as “a type of internet marketing that involves the promotion of websites by enhancing their exposure in search engine results pages (SERPs) mostly through paid advertising,” the two are not synonymous.
Pay-per-click marketing is so distinct from search engine marketing that it has its own Wikipedia page (despite there being plenty of discrepancies and confusion throughout the page).
SEM does not include SEO as a component.
While PPC is often the most expensive and time-consuming part of SEM, both PPC and SEM are paid initiatives that provide real-time data, ROI, and secure data that can only be viewed by advertisers on specific platforms.
The major reason for clarifying these phrases is to ensure consistency.
Too many beginner marketers, or marketers who aren’t experts in maximizing value through search, have taken these industry terminologies and muddled, mixed, confused, or used them in ways that dilute their original meaning.
Even seasoned marketers who simply disagreed with or didn’t fully comprehend the phrases themselves contribute to the tide’s changing.
When it comes to strictly pay marketing efforts, conferences have built entire aspects of their educational offerings around the SEM naming convention, although those efforts aren’t strictly done through search engines.
PPC ads on search engines are part of SEM, but so are ads on third-party platforms like Amazon and YouTube, as well as industry-specific platforms like Houzz, Thumbtack, and Yelp. Display advertisements and remarketing campaigns are also included.
As the number of ways to advertise on social media grows, the term is now commonly used to refer to paid advertising on such platforms as well.
We’re doing our part here at Search Engine Journal. The easiest method to maintain the information arranged in a way that makes sense for marketers is to keep the definitions and their usage constant.
It also aids us in communicating our views and ideas to clients and stakeholders, peers, or a buddy who is curious about what we do for a livelihood as marketers.
When you use these terms, you should never presume that someone else understands what you’re talking about.
Make sure everyone understands what you’re talking about by being succinct and explaining exactly what you’re talking about.